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Saschah Bianchin and Barton Liang make almost every day a
special experience for their Salon Liv clients. This luxurious
Chicago salon offers more than your typical cut, color and style.
They created "Liv the Experience," an event held every
Thursday night for their clients to come in, drink champagne and
have their makeup refreshed for a night on the town. "We have
champagne and strawberries-they just love it. It's
different," says Bianchin, 28.

Bianchin and Liang also offer Liv Express, an everyday service
for working professionals who want a quick cut, style and head
massage in 60 minutes or less. "We want them to have an
experience to remember," says Liang, 34. "They feel
special."

Making special events part of your everyday business routine can
help you bring in new clients and also keep things fresh for
existing clients. It certainly worked for Salon Liv, which expects
sales in the $1 million range this year. And be mindful-it
doesn't have to be a huge, break-the-bank event, says Marley
Majcher, party planner and founder of The Party Goddess!
Inc. in Pasadena, California: "Special events can be any
kind of little something."

The possibilities for your daily or weekly special events are
endless. You can start small by sending a special gift package to
your clients. Even small gestures add an air of excitement for both
you and your customers.

To get the wheels turning about your special event, consider
what your clients have in common. What are they interested in? If
you own a dog-walking business, throw a monthly dog-walking party,
and invite all your clients out for a fun stroll in a local park.
Ask clients to bring their favorite dog treats to spark
conversation for the group. If you have a catering business, ask
clients to a cookie-tasting to help you pick your new dessert
offering. It takes just a few minutes of their time but stays in
their memory when it's time to choose a caterer. "So much
of it is just jumping in," says Majcher. "Just do
something. Inevitably, when you're thinking of stuff, it sparks
another idea."